AB InBev is launching a new rum flavoured premium beer brand in the UK.

Cubanisto will be available in on and off trade channels in 330ml bottles from March 24. The launch follows Heineken UK’s last week announcement of a new Verde (mint & lime) variant to its Desperados, tequila-flavoured beer range and the launch of Old Mount fruit ciders, notionally from New Zealand.

Anheuser-Busch InBev, the world’s biggest brewer, says Cubanisto is inspired by the spirit of the Caribbean. The beer is said to have a “fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle”.

The flavoured beer category is estimated to be worth £115m in the UK and is growing across both on and off trade channels, reflecting consumer demand for new flavours. Rum is also in growth, up 29% by volume between 2012 and 2013(CGA YOY 2012-13 at July 2013).

Cubanisto is said to be perfect for nightlife occasions and features a bottle with a UV-light sensitive coating. In the off trade, Cubanisto will be available in 3x330ml packs and single bottles. The pack design will be showcased in the on-trade, with bottle glorifiers, stencils and illuminators. In-store activity and point of sale kits will also be offered to create excitement around this new brand in the off-trade.

There will be “secret consumer experiences which can only be unlocked through social media and new technology will be used to enable fans to gain access to exclusive content”.

AB InBev UK’s senior brand manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends. AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”